Millennials (ages 23-38) are two times more likely to share their location with retailers than Boomers (ages 55-73). 

Fifty-nine percent of Millennials have no problem sharing their location with retailers or friends — compared to 45 percent of consumers from all other demographics and 31 percent of Boomers, according to our new research data.

Additionally, when asked about what motivates them to share their location, 21 percent of Millennials do it to receive an offer or deal in return. Up 24 percent from 2018 results, Millennials are showing a growing interest in sharing their location with retailers.

This doesn’t mean privacy isn’t a concern. Thirty-seven [...]